Knowledge that Transforms

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Pricing and value

Piero Pazzi
Journal of Marketing 2006
'Show me the value, I'll show you the money!' Why is it that some offerings (products / services / information) can charge exorbitant prices, and people will pay, and yet they are so selective on pricing of other offerings?

The status of sponsorship

Sally Hancock
Journal of Marketing 2006
Sponsorship worldwide continues to grow at a faster pace than all other marketing channels, with a global increase of 12-15% predicted in coming years.

In the marketing bull's eye

Grace Harding
Journal of Marketing 2006
The role of internal marketing is to facilitate the building of a relationship with employees. It is selling inside the organization. And it's an important role - Fortune 500's top 200 companies spend three times more on internal communications than the bottom companies do.

A place in space

Ann E. Donald
Journal of Marketing 2006
'Do you know what this means?' Ralph Boffard, maverick publisher of Penthouse and Longevity, asked me way back in 1994. It was two days after the first democratic election and the meaning of everything was changing. But as I looked at the acronym OBC, the future of SA was clearer to me than the meaning of those three letters.

Association for Communication and Advertising

Cheryl Hunter
Journal of Marketing 2006
After nearly a year at the ACA, I have come to appreciate the diversity and robustness of this dynamic advertising industry. Indeed, there is never a dull moment in the life of the association, and every challenge is a test of the industry's commitment to the cause.

The Advert Game : a new research tool?

Heidi Brauer
Journal of Marketing 2006
Ad breaks are used by most kids for loo trips, uploading of food and drink, a really thorough shower, sending and reading at least 932 sms's and of course studying for exams. In my house ad breaks are for playing the advert game.

Building up the Bakersman

Lisa Witepski
Journal of Marketing 2006
Ask any South African 'Who can bake a biscuit specially for you?', and they'll answer - without hesitation - the Bakers man. That's because Bakers has evolved into a truly iconic brand during its 150-year history.